Milk | Wood Milk

GALE | Assistant Producer & Post-producer

There’s only one “real Milk” – the one that comes from a cow.

However, that hasn’t stopped everyone from trying to create their own version out of literally anything and everything they can find. Now imagine if yet another company with a famous founder attempted to create a new “alt-Milk” made from something unimaginable… Trees. 

To launch our fictional Wood Milk product, we worked with Aubrey Plaza to post on her IG page, with copy announcing a new product that she’d made – the first and only milk made from wood. Aubrey tagged @drinkwoodmilk, and we watched as the account gained over 1,000 followers in 16 minutes.

We got the reaction we wanted and then some! While we received the usual negative comments from haters over the course of the day, there was tons of positive sentiment and highlights including comments by Paris Hilton and Lindsay Lohan, people saying  how ‘genius’  the marketing campaign was, and peopling wondering if this was an SNL skit or a Super Bowl ad. Twitter users even started a fandom called #WoodMilkNation!

In this project, I managed the post-production & assisted through:

  1. Pre-production:
    • Assisted in talent (SAG) contracts and payment
    • Managed talent travel logistics
    • Assisted in budget tracking
    • Assisted in bid and treatment gathering
  2. Post-production:
    • Coordinated review meetings with internal and external stakeholders.
    • Coordinated the development on 5 out of home boards in Union Square, Penn Station and Times Square – Static and animated
    • Assisted the EP on the social video edit
  3. Swag:
    • Source swag vendor
    • Coordinated internal proof review of t-shirts
    • Coordinated the shipment of influencer kits that contained customized items such as t-shirts and personalized note from Aubrey.